Media Training: Why Nobodys Listening to You

SORRY?WERE YOU SAYING SOMETHING?

Many spokespeople approach media interviews the same way they would a major speech. They think at length about what they want to say, jot down a few notes, and try to memorize a few key points.

But they rarely practice how they're going to deliver their messages. It's often a fatal mistake.

Here's a shocking truth: how you say something during a broadcast interview is more important than what you say.

Research has borne this out for decades. UCLA Professor Albert Mehrabian's landmark study in the 1960s examined how people derive meaning from communications. The release of the findings, still taught in virtually every university's Communications 101 class, is still regarded as a watershed moment in communications. Dr. Mehrabian found that:

7 percent of meaning is derived from word choice. 38 percent of meaning is taken from verbal cues, such as volume, pitch and pace. 55 percent of meaning results from non-verbal cues, including body language, eye contact, gestures, and appearance.

NOBODY'S LISTENING TO YOU

Do these statistics mean that the media ? or audiences ? are hopelessly superficial? Well, let's put it another way. Think about traveling to another country where the residents speak only a local tribal language. Even without words, you could still learn some very important things about a person ? such as whether you like or trust them, whether they are warm or cold, welcoming or distant, smart or dumb.

The same is true during media interviews. Audiences will quickly determine whether or not they like you or trust you in seconds. If they don't, they will effectively tune you out and disregard your message.

So it's not so much that they're not listening to you, but that they'll listen only once you pass the non-verbal test.

WHAT YOU CAN DO

How can you improve your non-verbal communication skills? Here are three tips you can use immediately:

1) Maintain Strong Eye Contact ? Before every broadcast interview, ask where to look. Sometimes it's at an interviewer, others it's off to the side of a camera, and sometimes it's directly into the camera. Regardless, make sure you maintain eye contact through the entire interview. It may feel strange to speak naturally to a lens. But since your eyes will appear much larger on a 27" television set, any movement will be distracting to the viewer. Worse, they may think you slick, unconfident, or untrustworthy.

2) Smile ? Unless you're a representative for an airliner that just crashed, it's usually a good idea to smile during an interview. Remember ? you shouldn't sublimate the things that make you charming in your everyday life. If people react positively to your smile or natural laugh in real-life, use that trait to your advantage during an interview.

3) Dress the Role ? If you're a spokesperson for a populist grassroots political group and show up in a three piece suit, you will confuse the audience. Clothes communicate messages, and you should consider carefully what your clothes are saying. Gold cufflinks scream "elite." Two-toned men's shirts may communicate "stuffy." Conversely, an ill-fitting collar reflects carelessness.

MESSAGE DISCONNECTS

When a verbal message and non-verbal message are in conflict, the audience will notice and hold it against you. When preparing for an interview, role play questions with a colleague, spouse, or even just a video camera. Keep practicing until what you're saying and how you're saying it appear in synch.

The first President Bush leaned this the hard way.

Things were not looking good for him in the autumn of '92. Despite a whopping 89 percent approval rating the previous year, Mr. Bush couldn't shake his reputation for being out of touch with the American people.

He didn't help himself during a very public trip to a grocery store when he expressed amazement at the bar code scanners that had become commonplace. He further fed his aloof reputation when he revealed having no clue what a gallon of milk costs.

But the real whopper came during the second presidential debate. In a town hall format in which Mr. Bush needed desperately to look like a populist, he instead kept glancing at his watch. He told the audience he wanted to be president ? but his body language told the world he wanted to be anywhere but with actual voters.

Immediately following the debate, numerous pundits said his poor performance would cost him the election. They were right.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information and to sign up for free monthly media relations and media training e-tips, visit http://www.PhillipsMediaRelations.com.

---

PR Essential to Your Success

Whether you are a business, non-profit or association manager, your... Read More

Cultivating Positive Media Relationships

Some people think that publicity is all about paparazzi snapping... Read More

Passion with Purpose - The Winning Combination

The power of PassionPassion is an extraordinarily powerful spring. Without... Read More

Some Cool P.R. Tips for These Dog Days of Summer

Yup -- it's hot and sticky and you don't feel... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

Marketing-Minded Financial Planners--Appearing on TV? Tell the World!

It doesn't matter how cruel the reality programs get, there... Read More

Killer Press Kits - Press Kits That Demand Attention

So, you've had your book published or you've gone the... Read More

Getting to Know Your Local City Council Members

The easiest way to meet city council members is to... Read More

Anatomy Of A PR Campaign

The message is determined by analyzing the brand being marketed,... Read More

Boost Your Business by Partnering with a Non Profit Organization

Is your business looking for new and creative ways to... Read More

Using Media and PR to Your Advantage.

Lights...camera...ACTION.That's what often happens when people think of using media... Read More

PR Secrets for Small Business

Most small businesses do little to no public relations (PR)... Read More

24 Killer Press Release Secrets

1. Your press release should sound like news, not an... Read More

Press Releases for Every Occasion

To many marketers, the press release is something of a... Read More

All You Need to Know About Press Release Writing and Distribution

Before you even think about writing a press release, there... Read More

Maybe the Strongest PR on Planet Earth?

Strong for business, non-profit and association managers when they use... Read More

How PR Makes a Managers Life Easier

Things are pleasant for many business, non-profit or association managers... Read More

The Only Way to Get Free Advertising?

Receiving free advertising is the dream of most business people.... Read More

How To Use PR To Build Your Business

Everyone knows the value of free publicity. And given the... Read More

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

PR: Heres All You Need to Know

Above all, you need to know that the right PR... Read More

PR: Behavior Modification Specialist

While awaiting economic recovery, business needs to attract the attention... Read More

Managers: Are You PR-Fit?

Can you honestly say that your business, non-profit or association's... Read More

Doubt PRs Clout? Dont!

Done right, it helps modify the behaviors of your most... Read More

How to Get Some of Paris Hilton?s TV Time

When your book is mentioned on television, sales go up.... Read More

Internet Etiquette for Business Success

You're trying to recruit a downline into your program, you've... Read More

Marketing-Minded Financial Planners, Join Your Professional Organization to Get Free Publicity

Unlike some professionals like lawyers and doctors, financial planners aren't... Read More

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

Publicrelationistas?

Is that what we are? Fanatic, over-the-top disciples of some... Read More

Are You Newsworthy?

Non-news professionals often have a hard time understanding why their... Read More

Not Getting the PR Results You Want?

The reason might be this simple: as a business, non-profit... Read More

Which PR? Judge for Yourself

You are a senior business, non-profit or association manager. So,... Read More

Media Relations: Making Your Story More Newsworthy

During my career as the head of media relations for... Read More